TY  - GEN
AU  -  Zeithaml, Valarie
AU  -  Bitner, Mary Jo
AU  -  Gremler, Dwayne
AU  - Pandit, Ajay 
TI  - Services marketing: : integrating customer focus across the firm 
SN  - 9781259026812
U1  - 658.89 (SER) 5
PY  - 2013///
CY  - New Delhi
PB  - McGraw hill education ( India) company Ltd
KW  - Service Marketing
N1  - Part I: Foundations for Services Marketing
1. Introduction to Services
2. Conceptual Framework of the Book: The Gaps Model of Service Quality
Part II: Focus on the Customer
3. Customer Expectations of Service
4. Customer Perceptions of Service
Part III: Understanding Customer Requirements
5. Listening to Customers through Research
6. Building Customer Relationships
7. Service Recovery
Part IV: Aligning Service Design and Standards
8. Service Innovation and Design
9. Customer-Defined Service Standards
10. Physical Evidence and the Servicescape
Part V: Delivering and Performing Service
11. Employees’ Roles in Service Delivery
12. Customers’ Roles in Service Delivery
13. Managing Demand and Capacity
Part VI: Managing Service Promises
14. Integrated Service Marketing Communications
15. Pricing of Services
Part VII: Service and the Bottom Line
16. The Financial and Economic Impact of Service
Cases
N2  - Services Marketing, in its sixth edition, continues to base itself on the ever-reliable GAPS Model of Service Quality. The book’s underlining theme makes the reader understand that a strong customer relationship through quality service is the basis on which the most successful companies thrive. It also has a focus on the Strategic aspect without deviating from the base structure of the text to help the students realize the potential of Service Marketing.
ER  -